DDB MudraMax has bagged the media duties of Bausch and Lomb following a multi-agency pitch.
Established in 1853, Bausch & Lomb is part of Valeant Pharmaceuticals. Its India’s operations consists of contact lenses, lens care, surgical ophthalmology and aesthetics.
Indranil Chakravarty, commercial director, business unit head, vision care, Bausch and Lomb, said, “The contact lens user base is low in India due to various myths and perceptions which are far from reality. It is perceived as difficult to wear, uncomfortable and above all costly. Bausch & Lomb is trying to grow the category by targeting the bottom of pyramid by introducing iConnect which at Rs 200 per month is the most affordable lens in its category. This will redefine the entry level prices for contact lens user in India. Bausch and Lomb is the category leader in India and through mass communication we are trying to expand the category and create awareness. We are happy to partner with DDB MudraMax and are banking heavily on their expertise to spread our communication far and deep amongst our target segments and geographies.”
Sanjay Bhutani, managing director – India and SAARC, Bausch and Lomb, said, “Contact lens industry in India is at a very nascent stage with penetration rate of around 6 per cent of the population requiring vision correction. As a market leader it becomes our responsibility to grow the category through increasing penetration and reach with more market appropriate products.”
Tarun Nigam, EVP, DDB MudraMax Media, added, “Bausch and Lomb was looking at a very specific set of interventions for their brand. This assumed greater importance as the brand has been absent from mass media for the last few years. The win is a result of an amalgam between strategy and creative media application, to ensure best possible message targeting.”